BMO Private Wealth

//  09.24.21


BMO Private Wealth Shows How “Great Advice Pays Off”

Developed by FCB Canada, the national campaign is running through the end of the year across TV, OOH and social.

When you have personal and family wealth to protect, the right financial advice can be priceless. That’s the message behind a new ad campaign from BMO Private Wealth demonstrating how its team of advisors help clients navigate the complexities of wealth.

Running through the end of the year, the “Great advice pays off” campaign was developed by BMO’s agency partner FCB Canada.

The integrated campaign launched earlier this month with out-of-home advertising including billboards, TSAs and airport ads. The campaign’s second phase, launching on September 24, includes a TV ad running in sports programming and other prime time TV, social media ads on LinkedIn, and an in-flight partnership with Air Canada. The campaign runs through the end of the year.

With a backdrop of the Edith Piaf song “No Regrets,” the campaign video “Preoccupied” shows the life of Danielle, who cannot escape the worries—the market, taxes, her family’s legacy, etc.—that come with managing personal wealth.

“Our clients have a lot on their minds, and we understand the complexities involved with nurturing, protecting and passing down wealth can be overwhelming to manage on a daily basis,” says Jennifer Carli, Head, Global Brand and Social, BMO Financial Group. “We set out to illustrate that experience in this work, showing the value of the advice you get working with a BMO Private Wealth advisor.”

Targeting high-net-worth Canadians, the campaign is intended to convey the message that while managing wealth is anything but simple, BMO Private Wealth’s full-service advisory solutions and expert advice can bring clients much-needed peace of mind.

“Private Wealth clients often feel like they have the weight of the world on their shoulders,” says Jeremiah McNama, Executive Creative Director at FCB Canada. “With this campaign, we’re setting out to show that when it comes to peace of mind, great advice pays off.”






Campaign Title: Great Advice Pays Off
Client: BMO
VP North American Brand & Social Media: Jennifer Carli
Director, Brand Advertising: Shelley Johnsen
Senior Marketing Manager, Brand Advertising: Kaleigh MacMaster
Marketing Manager, Brand Advertising, Quebec: Melanie Miron
Chief Marketing & Communications Officer, Wealth Management: Lisa Milburn
Director, Wealth Management Marketing: Shane Mungal
Director, Online Investing Marketing: Mike Stean

Creative Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna
Group Creative Director: Andrew McPhee & Jeremiah McNama
VP, Creative Director, FCB Montreal: Sylvain Dufresne
Associate Creative Director: Gabrielle Makarewicz & Barbato Martiniello
Broadcast Producer: Anne Marie Martignago

EVP, General Manager: Tracy Little
VP, Group Account Director: Erin Howes
Group Account Director, FCB Montreal: Julie Simon & Michael Watier
Account Director: Ali Gayowski

Chief Strategy Officer: Shelley Brown
Strategy Director: Shelagh Hartford

Production Company: Asymetric Media
Director: Brooks Reynolds
Director of Photography: Kris Bonnell

Editorial: Rooster Post
Editor: Marc Langley
Executive Producers: Sam McLaren, Melissa Kahn

Post Production House: Alter Ego
Colourist: Wade Odlum

Post Production House: Fort York
Flame Artist: Marco Pisinelli

Music: OSO
Music Director/Composer: Daenen Bramberger
Producer: Lauren Dobbie

Music Licensing: Music Rights Clearance, Francois LaChance
Track: No Regrets/Non Je Ne Rgrette Rien by Edith Piaf

Media Agency: UM
EVP, Client Business Partner: Kate Mateer
EVP, Client Business Partner, Mtl: Sebastien Houle
VP, Client Business Partner: Tim Davies
Senior Director, Connection Planning: Ryan Hunter
Senior Director, Connection Planning: Katey Gault
Director, Connection Planning: Fahmida Islam
Connection Planner: Carolyn Hughes
Associate Director, Social: Renee Tulk
Account Manager, Social: Denise Hernandez
Manager, Integrated Investments: Johnathan Ross
Manager, Integrated Investments: Nancy Asselin
Supervisor, Integrated Investments: Katelyn Latour